用户互动对价值共创行为的影响研究——以线上健身社区为例

Research on the Impact of User Interaction on Value Co-creation Behavior——A Case Study of Online Fitness Community

价值共创是企业形成战略优势的新方法,用户与各参与主体的互动是价值共创的核心环节。数字化时代价值共创研究重点由服务主导逻辑向线上社区价值共创转变。用户互动的各维度正向影响共创关系价值、享乐价值和学习价值;共创关系价值、享乐价值和学习价值均对价值共创行为具有显著的正向影响。为促使线上健身社区用户实施价值共创行为,线上健身企业需要特别关注用户互动中的助人维度、社交维度和共创价值的中介影响。

Value co-creation is a new method for enterprises to form strategic advantages,and the interaction between users and various participants is the core link of value co-creation.The research focus of value co-creation in the digital age has shifted from service-led logic to online community value co-creation.Each dimension of user interaction has a positive impact on co-creation relationship value,enjoyment value and learning value;co-creation relationship value,enjoyment value and learning value all have a significant positive impact on value co-creation behavior.In order to promote online fitness community users to implement value co-creation behavior,online fitness enterprises need to pay special attention to the helping dimension,social dimension and the intermediary influence of co-creation value in user interaction.